Overview

This unit provides a comprehensive overview of digital advertising technologies relevant to measuring and managing multichannel campaigns. The focus is on developing technical skills and knowledge within a commercial data management platform to evaluate and refine advertising campaigns towards customer expectations by identifying and leveraging content for valuable user segments across multiple marketing channels and customer-facing touchpoints. Through a theoretical understanding of the customer journey and digital marketing principles, students will be empowered to launch relevant, consistent and personalised digital campaigns and forecast refinements

Requisites

Teaching Periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Semester 1
Location
Hawthorn
Start and end dates
26-February-2024
26-May-2024
Last self-enrolment date
10-March-2024
Census date
31-March-2024
Last withdraw without fail date
12-April-2024
Results released date
02-July-2024

Learning outcomes

Students who successfully complete this unit will be able to:

  • Plan and implement personalised and dynamic multi-channel advertising campaigns
  • Develop unique audience profiles within a data management platform to identify valuable user segments across multiple and convergent digital marketing channels and devices
  • Critically assess and forecast customer journey scenarios with a view to justifying approaches to converting end-user awareness to likely customers
  • Demonstrate an advanced understanding of digital marketing practices and technologies implemented in managing global advertising campaigns

Teaching methods

Hawthorn

Type Hours per week Number of weeks Total (number of hours)
On-campus
Lecture
2.00 12 weeks 24
On-campus
Class
2.00 12 weeks 24
Specified Activities
Various
6.50 12 weeks 78
Unspecified Activities
Various
2.00 12 weeks 24
TOTAL150

Assessment

Type Task Weighting ULO's
Assignment 1Individual 60% 1,2,3,4 
Assignment 2Group 25% 1,2,3,4 
TestIndividual 15% 2,3,4 

Content

  • Issues and methods of audience measurement for campaign optimisation
  • Data gathering within a digital data management environment
  • Introducing practices and techniques for optimising campaigns for better reach across multiple digital marketing channels including search and social media
  • Introducing theories and issues of automated marketing through algorithmic modelling
  • Configuring and executing automated email and SMS campaigns
  • Introducing methods and techniques of managing digital advertising campaigns in real-time
  • Digital display ad bidding
  • Organising and evaluating user segment performance data

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.